Joya de Nicaragua and Quesada Cigars Unite U.S. Distribution Under SAG

Joya de Nicaragua and Quesada Cigars have announced a unified U.S. distribution platform. The move places both heritage brands under SAG, signalling a new chapter for the American market.

A Strategic Alliance Rooted in Family Heritage

On 12 December 2025, Joya de Nicaragua and Quesada Cigars confirmed a joint U.S. distribution structure under SAG, formerly known as SAG Imports Inc. The Martínez and Quesada families will lead the platform together.

This alliance connects more than a century of cigar-making heritage. Combined, both families represent 108 years of craftsmanship and stewardship. The partnership also reflects a shared commitment to family ownership and long-term brand building.

Under SAG, both companies align logistics, trade marketing, and sales within one operation. The goal centres on consistency, focus, and closer relationships with U.S. retailers.

A Combined Portfolio for the U.S. Market

The partnership brings together two distinct cigar traditions. Joya de Nicaragua contributes bold Nicaraguan character. Quesada Cigars adds Dominican balance and refinement.

Together, the portfolio includes well-known, award-winning lines. These include Joya de Nicaragua Antaño, Número Uno, and Quesada’s Casa Magna. Each brand carries strong recognition among retailers and consumers.

The combined offering gives retailers broader range. It also allows consumers to explore contrasting styles under one distribution house.

Voices From Both Families

Quesada Family Perspective

Raquel Quesada, President of Quesada Cigars, described the move as a continuation of her family’s story. As a fifth-generation leader, she emphasised gratitude for inherited legacy. She also spoke of shaping a new voice within that tradition.

According to Quesada, the partnership creates a home where tradition and creativity inspire each other. Every cigar, she noted, should carry both history and hope.

Joya de Nicaragua Perspective

Juan Ignacio Martínez, Executive President of Joya de Nicaragua, highlighted mutual respect as the foundation. He referenced more than 30 years of friendship between both families.

Martínez described the U.S. market as the most influential in the world. He explained that building a dedicated distribution platform had long been an ambition. Doing so alongside the Quesada family, he said, adds meaning and strength.

Renewed Leadership Under SAG

SAG will act as the U.S. commercial home for both companies. A refreshed management structure will guide daily operations and brand strategy.

The leadership team includes:

Key Appointments

• Joel Fernandez – National Sales Director
  Leading sales strategy and trade relationships.

• Maria Fernanda Piuzzi – Director of Administration & Operations
  Overseeing logistics, fulfilment, and operations.

• Cristhian Lanzas – Marketing Director, USA
  Managing brand development, communications, and consumer engagement.

A strengthened field sales team will follow in early 2026. The focus will remain on service consistency and collaboration with retail partners.

SAG’s Role and Vision

SAG positions itself as a unified commercial platform. It supports both heritage houses through disciplined execution and aligned operations.

The platform aims to modernise without losing its soul. SAG seeks to connect tradition with new craft expressions. The house of brands will continue to serve retailers, tobacconists, and cigar enthusiasts across the United States.